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CASE STUDY: Harrods Media and Versace Eros Exclusive

Provided by Harrods Media
Harrods Media dorve sales and created excitement surrounding the launch of Versace's new 'Eros' fragrance at Harrods.

What was the Challenge / Background of the Campaign?

Harrods Media were tasked with creating a campaign to create excitement around the launch of the exclusive Versace Eros fragrance for men at Harrods. The aim was to target a male consumer through a highly integrated media campaign.

What was the Campaign Objective?

The purpose of the campaign was to drive sales and raise brand awareness.

What was the Solution?

A high impact promotion showcasing the brand across a range of advertising platforms in-store and within the February issue of the Harrods Magazine. The campaign consisted of a store wide digital showcase with content on our multiple screen network at entrance 5, the iconic Egyptian escalator and our large media walls at entrance 10. Versace had a product display window along Hans Crescent and was promoted on our external digital screens. Furthermore a branded display was placed in our menswear department, an area that attracts a high volume of the desired audience.

What were the Results?

The campaign proved a huge success; in the first 4-week period 825 Versace Eros units were sold and after 8 weeks of the promotion 903 Versace Eros units were sold. During period 1 of the campaign the brand ranked number 4 in The Perfumery Hall.

What were the Key Learnings of this Campaign?

A launch campaign using Harrods Magazine really does work to drive sales. Through our Harrods Consumer Quantifying System we know that 62% of our readers have purchased a beauty product after seeing it advertised in our Harrods Magazine. Over all this campaign reached 948,567 visitors throughout the month of July! Harrods Magazine are Jasmine Award winners, and have won 'Best Article' in a consumer magazine for the past 4 years consecutively. Please contact us to see how a Harrods media campaign could drive sales for your brand.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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